POPxo enters long format content space, to launch first web series soon

In a conversation with BuzzInContent, Rana Handa, Chief Business Officer, POPxo, talks about the potential of vernacular language, digital content consumption trend and its influencer marketing platform Plixxo

POPxo, the country's first dedicated women's-only content platform, will soon launch its first-ever web series along with short movies. The move will substantially enhance the offering of the platform that is already creating a lot of short and snackable content.

In order to make a strong foothold in the vernacular space and understanding the need of the hour of creating regional content, POPxo has also started its Hindi feed. It will diversify into other languages.

Rana Handa

Rana Handa, Chief Business Officer, POPxo told BuzzInContent that the web series would be launched by July.

Handa claimed that a total of 60 million women users consume digital media in English in India and out of which 30 million are POPxo consumers. More than 60% of women that the content platform reaches subscribe to the content of the website on a monthly basis.

Giving out an important statistic, Handa said that mobile phones have increased the content consumption in India and the platform receives 50% of its consumption from tier 2 and 3 cities.

The platform is working with more than 250 brands in India and its core target audience lie in the age group of 18-35. 80% of the content on the website is consumed by women and the balance by men. “The men tend to consume our content because our content is available on Facebook and YouTube,” said Handa.

Talking about the content platform’s ultimate agenda, Handa said, “We want women to make POPxo as their everyday habit. Right now we are a digital content platform and want to become a one-stop destination for the women in India. As of now, we are reaching 30 million of the total 60 million women content consumers in India. We aim to increase our reach to 45 million going ahead.”

POPxo has a large bucket of content for brands to associate with every month, including 120 videos that include branded and non-branded, more than 620 editorial articles, and events. It also runs India’s one of the largest influencers network platform Plixxo.

Consumers now understand that you are selling brands through pieces like ‘ten places to visit’ or ‘ten beauty tips’ and they know that you are being paid for writing that article. How do you position your authenticity to them? Isn’t it challenging?

Handa answered, “The space that we work is native advertising. The most important aspect to keep in mind while creating content is to make it interesting and then tie it up with a brand that makes sense. The brand should not be a force fit into the story.”

Just like any other medium, the content space is becoming cluttered and it's becoming equally difficult for content platforms to come up with differentiated offerings. How does POPxo cope up with that?

Handa said, “Having a unique audience works in our case and such a large base of women consumers is our selling point.”

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